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Campaign Example - Personal Trade Fair Experience

Campaign Example - Personal Trade Fair Experience


Our campaign example are providing real-life practices based on our experience. They include both B2C and B2B scenarios, are relevant across various industries and regions, and will give you the chance to learn various strategies and tactics. 

We are going structure the campaign brief by using our template as introduced in the article Business Scenarios - Learn How to Articulate Tangible Campaigns.

Table of Contents

Motivation and Background

The example at hand is a result of several customer engagements of the CX Services team in the B2B industry, where physical events are an important marketing instrument for the generation of leads. The main desire was to improve the attendees lead quality to drive conversions.

We have been specifically tasked to use digital tactics to improve the physical experience for the event attendees. In the briefing, you will find more details around the campaigns, their objectives and how they contributed to our clients marketing goals.

Keeping the above in mind, we want to do a role play. Hence we will now jump into the role of Jane Smith. Jane is responsible for physical event marketing and created the following campaign briefing to describe the planned tactic for a specific Trade Fair in 2020. 

Campaign Brief Characteristics

Characteristics

Input

Jane's Comments
Title Personal Trade Fair Experience -
Variant Personal Trade Fair Experience Barcelona 2020 My favorite event of the year in my favorite city.
Description
  • Promote the event and drive top accounts to sales executives to push consideration
  • Improve both the convenience of meeting arrangements and the quality of the meetings
  • Allow qualified contacts to easily request a meeting at the event in advance.
  • Give them the option to inform their sales representative about their preferred date and time, as well as planned number of attendees
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Buyer journey & funnel stage

Consideration

The event will help us understand our products. We will use this opportunity to show how we can solve our customers problems. The personal interaction allows our sales representatives to individually treat our customers and to offer custom recommendations along with the next steps. Furthermore, the physical presence and booth equipment provides the option to demonstrate our products in real life.

A direct conversion is not planned, but in theory is possible. Anyways, it will not be directly supported by our marketing activities during the event.

Value-added for the customer

First segment: Option to arrange a meeting without waiting time at the event and a personal treatment by the assigned Account Executive

Second segment: Faster registration for available time slots during the event through QR codes

The additional value for our top accounts will drive our customers towards the event.
Contribution to marketing objectives
  • Strengthen the relationship to the buying center of accounts
  • Positive physical event return of investment

Our business model is heavily focused on long term relationships, especially the top accounts are driving a significant portion of the business.

Physical events are a key consideration and conversation channel for us. Therefore, we heavily invest into the events and also expect a positive return of investment. Due to the nature of our product lines, we know that conversions typically happen with a delay of a couple of weeks. This is why success is not measured on the last day of the event, but rather in the long run.

Success measurement
  • Number of top account registrations for the trade fair
  • Number of new contacts for registered accounts
  • Number of appointments during the event
  • Net Promoter Score (NPS) after the event
  • Number of touchpoints after the event within 90 days
  • Number of conversions within 90 days after the event
  • Percentage of conversions within 90 days without further touchpoints

The KPIs (Key Performance Indicators) are going to help us to track our contribution to our corporate objectives. They directly relate to the two objectives that we have assigned to this campaign.

We do track further channel specific KPIs, but those are not really specific to this campaign, for example, E-mail Open Rate.

Engagement type Push We want to reach out to our clients pro-actively and not wait for them to register. Therefore, we need to push the communication to them.
Recurrence One-time -
Duration and frequency

3.5 months duration starting before the event

The campaign will start exactly three months before the event starts and the last e-mail will be sent a few days after the event.
Customer segment

ONE- Qualified Top Account

TWO - General Accounts

THREE - Net New Prospects

The split into three typologies does allow us to personalize our contact, channel and content strategy to the needs of each customer group. This will help to increase the initial Call-To-Action (CTA) click rates and allows us to assign resource intense channels, for example, Call-Center, Account Executive follow-up.
Inclusive customer attributes

ONE: Known contacts who are assigned to a key account and/or have order volume which is higher than x€ in the last six months.

Used attributes:

  • Key account equals 'is assigned'
  • Purchase volume in last six months greater then x €


TWO: Known contacts who are not part of the "qualified top account" segment, but have at least one interaction with the company during the last 12 months.

Used attributes:

  • Key account assignment equals 'not assigned'
  • Purchase volume in last six months between y and x €
  • Interactions minimum one in last 12 months


THREE: New contacts who register themselves during the event

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Exclusive customer attributes

Opted-out from communication equals 'yes'


Like always, we respect our customers wish to receive marketing communication from us.
Communication outbound channels

ONE AND TWO: Microsite, E-mail, Call Center, Sales

THREE: E-mail, Call Center

The customer typology-based channel allows a better scale and better cost efficiency for the campaign.
Content description
ONE
  • Invitation e-mail with messaging targeted to key account contacts, highlighting the option to easily arrange meetings on specific topics ahead of time.
  • Reminder e-mail (invitation) with minor personalization and event branding.
  • Web-special for the trade fair registration including subscription with date/time preference and planned number of attendees.
  • Reminder e-mail (complete the registration process) with minor personalization and event branding.
  • Registration confirmation e-mail including event details and QR code.
  • Appointment confirmation e-mail including booking details and QR code for fast check-in at the booth.
  • Thank you for visit e-mail including survey link as used for other event campaigns without dedicated image event branding. Only subject line and body text event branding
  • Web-based event-survey to provide feedback on event experience and Net Promoter Score (NPS)
  • Survey reminder e-mail without dedicated image event branding. Only subject line and body text event branding.
  • Thank you for survey response e-mail with minor personalization and link to event review
  • We missed you e-mail for no-shows with minor personalization and link to event review

TWO

  • Invitation e-mail with messaging targeted to regular B2B contacts, highlighting the option for automated meeting arrangement at the event (through QR code)
  • Reminder e-mail (invitation) with minor personalization and event branding
  • Web-special for the trade fair registration including subscription
  • Reminder e-mail (complete the registration process)
  • Registration confirmation e-mail including QR code for easy meeting arrangement at the booth.
  • Thank you for visit e-mail including survey link (same as above).
  • Web-based event-survey (same as above)
  • Survey reminder e-mail (same as above)
  • Thank you for survey response e-mail (same as above)
  • We missed you e-mail for no-shows (same as above)

THREE

  • Thank you for visit e-mail including survey link (same as above).
  • Web-based event-survey (same as above)
  • Survey reminder e-mail (same as above)
  • Thank you for survey response e-mail (same as above)

We are going to re-use as much of existing content as possible, especially for the reminder and thank you e-mails, we will use text-only personalization and use our default event e-mail. This gives us more budget to focus on the invitation e-mail and web-special microsite. The invitation and microsite needs to be rocking to boost Call-To-Action clicks, which lead to registrations for the event and sign-ups of our top-accounts to for dedicated sessions with their Account Executives.

The QR code will help to ease the process and speed things up for our sales team at the event and for our customers. It is an inexpensive way to improve event attendee experience while saving a lot of time for our sales team at the event. In addition, it will help to improve data quality.

Assets

E-mail: 13

Microsite / Form: 2

Survey: 1

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Stages Three stages The stages will allow us to be respectful with the audiences' time to consume our communication while keeping the attention level high. We want to introduce time to respond as well as stay on top of their thoughts.
Exits

Unsubscribe

No positive response in stage one and two

Like always, we want to be respectful of our audiences' wish to be contacted by us.

Furthermore, it is important to work with fatigue-proof tactics. Therefore we will back-off, if we have no positive response from the audience member.

Comments Please make sure to check the flow chart. For any questions, feel free to call me
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Campaign Flowchart


Conclusion

In this article, you have been introduced to the campaign 'Personal Trade Fair Experience'. The example highlighted how you can drive consideration and conversion at physical events.

Looking at examples is great, but how about getting started with the generation of own ideas for campaigns? We have developed a Campaign Ideation with Design Thinking workshop to support your campaign ideation and definition process. Follow the link to learn more:

You might also want to take one step back and learn more about the campaign briefings and get our template::

Need more inspiration? Check out further examples from our inventory: